Progressive Grocer

April 15, 2009
Circulation: 42,920
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Sabra Preps ‘Mediterranean Month’ Promo

Sabra Dipping Co., manufacturer of a wide range of refrigerated Mediterranean dips and spreads, has designated May Mediterranean Month and is gearing up to inspire Americans with the tastes and experiences of the region during the month.

As part of the campaign, the Astoria, N.Y.-based company will roll out its national Sabra Village Tour, offering free hummus with fresh toppings to consumers in major markets across the United States. In addition to the sampling program, Sabra will offer special coupons, recipes and information on its Web site, Sabra.com, throughout May. The promotion comes on the heels of the company’s first advertising campaign.

“May brings warm weather, and as Americans open their windows and let in the fresh air, we want them to also to discover something new and take a journey to the Mediterranean without leaving home,” noted Sabra CMO Rodrigo Troni. “Not only is the Mediterranean way of eating healthy, but so is the lifestyle. Enjoy delicious, healthy, fresh foods with friends and family. There is much to learn from the Mediterranean way of living.”

The company will also team with nutritionists, educators and experts on the Mediterranean to provide information to retailers, media and the general public throughout May.